iCrossing, a global digital agency owned by Hearst, was looking to refresh its brand identity following a new logo rollout. Partnering with the Executive Creative Director, I developed a visual system that extended the logo into a cohesive brand identity—spanning business cards, pitch decks, agency swag, and a style guide to ensure consistency across all channels.

I began by creating a mood board to establish the brand’s refreshed look and feel—balancing boldness, modernity, and creative energy. This visual direction became the foundation for all subsequent brand applications.

I explored multiple directions, from bold typographic treatments to playful concepts that gave titles and services a more human, personality-driven twist. Each concept was designed to reflect iCrossing’s creative culture while making a strong first impression.

To codify the refreshed identity, I built a brand guide with clear rules for typography, color, and visual applications. This ensured consistency across all touchpoints, strengthening brand recognition both internally and externally.

Swag was designed to bring the brand’s personality to life in everyday moments—from the desk to happy hour. These items sparked team pride, encouraged conversation, and reinforced a sense of creative community.

The pitch deck was designed as a dynamic tool for the account team to showcase capabilities, culture, and case studies. By aligning the deck to the refreshed identity, iCrossing could present a polished, on-brand narrative that supported client acquisition and growth.

The refreshed brand identity gave iCrossing a consistent, modern, and flexible design system that extended far beyond the logo. From everyday collateral to high-stakes new business pitches, the brand was positioned with confidence and creativity across every touchpoint.